Growing your business online seems to have been the top to do list item for business owners this 1st quarter. It’s now the end of February 2020, and I wonder how many business owners have taken a glance at their digital marketing plan to see if they’re on track thus far. Confidence in the success of any marketing plan starts to diminish quickly when you’re already off track by the 2nd month of the year.
Don’t fret if your plan doesn’t seem to be fully on track, because there is still plenty of months left in the year to improve your sales conversions.
Building a solid digital marketing plan can be a struggle especially when you don’t even know why it didn’t work in the past. Analyzing previous years’ analytics is the only way you will figure out what is positively and negatively effecting how well your brand’s content is performing. Once that’s established, you can work towards refining your content strategy and set your goals for the year.
If you’re not familiar with content trends, technology changes, SEO protocol updates, then you may very well be blindly approaching digital marketing and its power over sales conversions. That will easily translate into a loss for the business. An expensive loss.
Marketers aren’t necessarily cheap and if you’re handling your online marketing on your own, most times you get what you pay for. So, before your expense column in your profits & loss statement for 2020 is higher than your profits, let’s review what should be included in your digital marketing plan.
Digital Marketing Plan: Content Quality Over Quantity
In order to increase anything, you must always add value to what exists or enhance it with an improvement to what you offered or distributed before. Same rule applies to content, especially when your main goal is to boost sales conversions.
Content doesn’t only consist of blog articles and social media posts. Don’t think of the platform, think of what you’re publishing on those platforms when strategizing your digital marketing plan.
For example: You can write an excellent “how to” blog article but how much more value would you be offering consumers if within that article you also offered a downloadable template guide? Hubspot tested this theory by reposting an old article about press releases and this time included a downloadable templates guide. The conversation rate skyrocketed by an increase of 240%. Whoah!
Use tools like Google Analytics to check out what is driving the most traffic to your website and post more of whatever content seems to be appealing to your audience.
If you’re seeing a lot of traffic but very little conversions, then you MUST re-optimize and fine-tune your content to improve your offerings. Make sure there is a clear call-to-action on all of the content you publish to easily direct your audience to a purchase, a free trial, or some way to contact your sales team.
If you know that part of the conversion problem is that you’re never available when someone tries to reach your business, then you must consider partnering with a dedicated team of inbound sales agents that can. These companies train their staff to answer questions about your business as if they’re working in your local office. The caller would never know that they’re speaking to a call center of trained agents who are ready to:
- Perform sales pitches by phone about your products or services
- Encourage estimate appointments
- Schedule appointments
- Place orders online
- Retrieve contact information
- Manage your CRM
- Provide optimum customer service
Conversion Rate Optimization (CRO) is Crucial
Your conversion rate is the number of people who take a specific action on a page or post vs. the total number of people who viewed it. The action that you consider to be meaningful may vary.
For example, you may be trying to get someone to subscribe to your newsletter, purchase a product, or schedule a call.
Conversion rate optimization is the actions you take to improve your conversion rate.
How can you use CRO to improve sales conversions?
Don’t waste your money on strategies and tactics that don’t work. You must focus on delivering value and offering an improved experience to your audience. Tweak your blog content and add banners, exit pop-ups, or slide-ins, to increase sales conversion rates and entice new leads.
If you’re ready to see a real improvement in your sales conversions, then don’t wait another moment to contact us so we can speak to you right away and figure out the best solution to convert your online traffic into new customers.